{"product_id":"creating-the-viewer-market-research-and-the-evolving-media-ecosystem-hardback-9781477316511","title":"Creating the Viewer; Market Research and the Evolving Media Ecosystem (Hardback) 9781477316511","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eCreating the Viewer\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMarket Research and the Evolving Media Ecosystem\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJustin Wyatt (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781477316511, University of Texas Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 23 April 2024\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages, 17 b\u0026amp;w photos\u003cbr\u003e22.9 x 15.2 x 2.1 cm, 0.454 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cdiv\u003eA smart study of television market research written by a veteran researcher. It offers a legit insider’s view of a complex topic.\u003c\/div\u003e (The Film Stage) \u003cdiv\u003e\n\u003ci\u003eCreating the Viewer\u003c\/i\u003e is vast in scope, content, and firsthand knowledge, making for an impressive exploration of an underresearched corner of the media industry.\u003c\/div\u003e (Film Quarterly) \u003cdiv\u003eA thoughtful contribution to its subject.\u003c\/div\u003e (CHOICE) \u003cdiv\u003eWyatt conducts a uniquely informed examination of how the television industry has traditionally constructed its audience, how recent changes in culture and technology challenge those traditional methods, and how the industry might effectively adapt to those changes. Along the way, the reader learns much about how the business of television works and how its insiders understand their relationships to the viewing public. The book is an important contribution to the study of today’s popular culture, valuable especially for its up-to-date exploration of a rapidly changing media landscape.\u003c\/div\u003e (Popular Culture Studies Journal)\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eA study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003e The first book on the intersection between market research and media, \u003ci\u003eCreating the Viewer\u003c\/i\u003e takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, \u003ci\u003eCreating the Viewer\u003c\/i\u003e looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities. \u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cul\u003e\n\u003cli\u003e Preface \u003c\/li\u003e\n\u003cli\u003e Part I: Introduction \u003cul\u003e\n\u003cli\u003e 1. Considering Viewership \u003c\/li\u003e\n\u003cli\u003e 2. The Terrain of Media Market Research: Partners, Projects \u0026amp;\u003cbr\u003e Collaboration \u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003cli\u003e Part II: The Battery of Media Market Research Studies \u003cul\u003e\n\u003cli\u003e 3. Pilot Testing \u0026amp;\u003cbr\u003e Series Maintenance \u003c\/li\u003e\n\u003cli\u003e Appendix to Chapter 3 \u003c\/li\u003e\n\u003cli\u003e 4. Brand Alignment \u0026amp;\u003cbr\u003e Derailment \u003c\/li\u003e\n\u003cli\u003e Appendix to Chapter 4 \u003c\/li\u003e\n\u003cli\u003e 5. Talent Testing \u0026amp;\u003cbr\u003e Media Research: Gauging Awareness \u0026amp;\u003cbr\u003e Connection \u003c\/li\u003e\n\u003cli\u003e Appendix to Chapter 5 \u003c\/li\u003e\n\u003cli\u003e 6. Ideation \u0026amp;\u003cbr\u003e Content Co-creation \u003c\/li\u003e\n\u003cli\u003e Appendix to Chapter 6 \u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003cli\u003e Part III: Rethinking the Viewer \u003cul\u003e\n\u003cli\u003e 7. The (Manipulated) Performance of Market Research \u003c\/li\u003e\n\u003cli\u003e 8. A Corrective for Media Market Research \u0026amp;\u003cbr\u003e You \u003c\/li\u003e\n\u003cli\u003e Appendix to Chapter 8 \u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003cli\u003e Acknowledgments \u003c\/li\u003e\n\u003cli\u003e Glossary \u003c\/li\u003e\n\u003cli\u003e Notes \u003c\/li\u003e\n\u003cli\u003e Works Cited \u003c\/li\u003e\n\u003cli\u003e Index \u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003c\/font\u003e","brand":"University of Texas Press","offers":[{"title":"Brand New","offer_id":52589128188184,"sku":"9781477316511","price":63.49,"currency_code":"GBP","in_stock":true}],"url":"https:\/\/freshlyprintedbooks.co.uk\/products\/creating-the-viewer-market-research-and-the-evolving-media-ecosystem-hardback-9781477316511","provider":"Freshly Printed Books","version":"1.0","type":"link"}